Dive Brief:
- Drinkware and cooler brand RTIC Outdoors has expanded its reach by launching into more than 3,800 Walmart stores nationwide as well as on its website. RTIC previously launched on Walmart Marketplace, according to Peter Jelinek, vice president of outdoor merchandising for Walmart U.S.
- Over 55 RTIC drinkware and cooler products will be available to purchase through the mass merchant, according to a company press release. For the Walmart launch, the brand is offering an exclusive colorway, Dusty Rose, available on some of its soft coolers and drinkware.
- “This milestone helps to provide consumers with mass-market accessibility to premium coolers and drinkware,” RTIC said in the announcement.
Dive Insight:
RTIC’s expansion into Walmart comes as the drinkware market in the U.S. heats up.
The category, estimated at $28 billion in 2022, is expected to grow at an annual rate of 6% between 2023 and 2032, according to a report by Global Market Insights. The report cited heightened demand for more sustainable drinkware options as helping to fuel the category’s growth.
This month, Yeti opened its 20th store, a two-story 6,614-square-foot storefront in New York City, after reaching $1 billion in sales in the drinkware category last year. Meanwhile, Stanley last year saw a 275% year-over-year increase in sales for its popular Quencher tumbler and a 215 % increase in its top-selling category, hydration.
RTIC’s pairing with Walmart also follows the growing trend of DTC brands forging wholesale partnerships to expand their reach and access new customers.
“We are thrilled to join forces with Walmart, expanding beyond direct-to-consumer and building our reach in stores nationwide, while continuing our dedication to making outdoor adventures accessible and affordable for everyone,” Bill Pond, CEO of RTIC Outdoors, said in a statement. “Offering a range of hard coolers, soft cooler and drinkware for all needs and occasions, we are proud to offer Walmart customers overbuilt yet never overpriced outdoor gear for every adventure.”
Many direct-to-consumer brands have forged wholesale partnerships for growth. Last week, hands-free footwear brand Kizik said it hopes to expand to more than 500 wholesale locations this year, along with six of its own stores. Earlier this month, LeBron James’ The Shop launched a men’s grooming line at 1,600 Walmart stores.
